Purpose: This paper aims to identify distinct consumption patterns among Asian consumers and examine how these relate to cultural antecedents and key human values. Design/methodology/approach: This study uses a large, representative sample of almost 7,000 Asian consumers in 10 culturally...

Purpose: The purpose of this paper is to conceptually distinguish between communal and exchange relationship schemata and analyze their dynamic interactions and transformations in multicultural contexts. Design/methodology/approach: Drawing on theories of social capital, social exchange,...

Understanding how culture influences consumer behaviors is crucial to success in international marketing. In this monograph, the authors present a conceptual and empirical framework for understanding how culture impacts consumer behaviors, and recommend seven analytical steps for understanding...

Research suggests that power triggers assertive action. However, people from different cultures might expect different types of action from powerful individuals such as leaders. In comparing cultural differences in leadership imagery, we find that Americans represent leaders standing ahead of...